Having a brand can be extremely beneficial to your company, with many start-ups not taking the time to create a recognisable image and message for themselves, it becomes obvious how much more success could be created by utilising branding techniques. Branding goes way beyond creating a logo or graphic element; it considers all aspects of customer experience when it comes to your company.
Branding could be anything from the logo, a website design or even social media; it is the way the customer will experience your staff. Your brand becomes the way your customer perceives you and the message your company is sending out.
What can branding do for your business?
Having a brand provides many different benefits that all have a positive impact on your business. Adhering to strong brand guidelines can mean your company and brand is instantly recognisable, which will also create loyalty and trust amongst repeat customers. When created successfully, your brand has the ability to set you apart from competition. We live in a world saturated by clever marketing and advertising that sometimes we can feel overwhelmed; but if there is something that particularly stands out, we are more likely to choose them.
Here we take a look at the some of the strong trends from 2015 and how they have evolved into 2016.
In 2015, we saw mobile browsing quickly overtaking desktop usage, with mobile devices being used more and more for browsing the internet, sending emails, online shopping and even sharing documents. Your website may well be viewed for the first time on a smartphone or tablet.
Now in 2016, it’s time to take action with the huge amount of mobile users and ensure that your website is optimised and ready. Responsive web design is becoming an important tool in attracting mobile users, as a responsive website is one that can adapt to the screen it is being used on, whether it is a desktop computer or a smartphone.It is easy to recognise that mobile usage is increasingly popular, but if you aren’t utilising it for your brand, you could be missing out on a whole host of benefits including improving viewing experience.
Content remains king
Content should still be a high priority from a marketing point of view. Boosting SEO and engaging with your audience, content is an opportunity to set yourself apart from competitors and push information that you feel is useful to your consumer. In 2015 we saw content being used in many different ways including social media, blogging and video. However, a projected trend for 2016 when it comes to content has revealed that content may take on an even more people-friendly approach. While Google’s algorithms should be considered when it comes to SEO and rankings, there could be a definitive switch to value-added content that’s not only shared with validated media platforms but is also so much more than content created around a vague keyword.
As great as content is, you still need to make sure it’s delivering a powerful message and selling to your audience. As referenced in this “Copy vs. Content” article, you can get a better understanding of why they are both not only important, but also how they are same/different as well.
‘Content’ is exactly the right term for the stuff that fills websites, apps, social media posts, downloadable brochures, blog articles, online featurettes and so on; they need to be filled with engaging writing, but don’t need to elicit a response other than to be read. Copy however has a purpose. It’s there to persuade; to coax, cajole and convince; to impel and to influence; to ultimately make people do something. Sure, there are overlaps – call to actions on webpages for example – but the overarching theme is obvious: content tells, copy sells.
With these same principles in mind, Creative Spark has been working with numerous businesses to help grow their brand or even create some brand guidelines to ensure their ROI and branding continues to grow year over year.
Video production combined with social media
2015 was dubbed the year of video, with it being a dominating force in strategies throughout the year. With video being able to aid in click-through rates as well as being a relatively personal way to engage with consumers, it is no wonder video production was on the rise last year.
While this isn’t slowing down in 2016, it may be moving in a slightly evolved direction. Brands may well begin gearing towards committing to mobile video marketing more by incorporating the use of social media. Facebook video has been ranking higher than YouTube’s video app, with around 8 billion views on Facebook every day. In 2016, brands could start posting more videos directly to the likes of Facebook.